Netflix to launch on Android in early 2011

Movie rental and video streaming solutions provider Netflix will expand its services to Google's Android mobile operating system in 2011. Writing on the Netflix Blog, vice president of product development Greg Peters states the firm will introduce instant streaming services across select Android smartphones early next year--"We will also continue to work with the Android community, handset manufacturers, carriers, and other service providers to develop a standard, platform-wide solution that allows content providers to deliver their services to all Android-based devices," Peters adds.

Netflix currently offers streaming services across Apple's (NASDAQ:AAPL) iOS and Microsoft's new Windows Phone 7. Peters blames Android's lack of "a generic and complete platform security and content protection mechanism" for keeping the company off the platform, explaining that piracy concerns have made it difficult to secure a common Digital Rights Management system. "Setting aside the debate around the value of content protection and DRM, they are requirements we must fulfill in order to obtain content from major studios for our subscribers to enjoy," Peters adds. "Although we don't have a common platform security mechanism and DRM, we are able to work with individual handset manufacturers to add content protection to their devices. Unfortunately, this is a much slower approach and leads to a fragmented experience on Android, in which some handsets will have access to Netflix and others won't. This clearly is not the preferred solution, and we regret the confusion it might create for consumers. However, we believe that providing the service for some Android device owners is better than denying it to everyone."

Android users have been anticipating a Netflix streaming video client since June 2010, when a job posting appeared on the company's website calling for an "Android Video Playback Expert." Ideal candidates were to possess expertise on subjects including video container formats and codecs, the intricacies of concurrent programming and implementation of streaming media. Also desired: "A deep understanding of and hands-on experience with media playback on the Android platform," with experience across other mobile app ecosystems and DRM a plus.

For more:
- read this Netflix Blog entry

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